The cult of thinking pink

Breast Cancer Awareness Month is here, can you tell? If you have somehow managed to miss its announcement through the bombardment of pink ribbons, promotions and fundraising events, chances are that you live in an area where bringing awareness to you might not necessarily be economical to those involved. From the smallest man to the largest corporations, there is a frenzied rush to once again aid in shedding more light on one of the most commonly occurring cancers affecting women.

In 2018, the Caribbean Public Health Agency reported that breast cancer is the main cause of death amongst Caribbean females, accounting for 14%-30% of cancer deaths. It is clear that this disease is one that we should devote significant effort and time to in appropriately addressing if significant reduction is our goal. However, a lot of importance has been placed on the act of raising awareness of this dangerous illness, as if that is the cure all for diseases ravaging a body. But are we not already aware? So many of us have been affected or known someone who has lost a close friend or loved one to it that breast cancer has been a part of the lexicon of many of us long before we hit double digits.